By Theresa Lopez
Activision, a client of Omnicom Group’s TBWA/Chiat Day, Los Angeles, has released one of this year’s most action-packed and controversial television spot as part of an ad campaign for the latest installment in the Call of Duty series, Call of Duty: Black Ops.
Instead of showing off the game’s high-resolution graphics and sound effects, TBWA/Chiat Day used the franchise’s fan base to generate buzz amongst veteran and rookie players alike by featuring people from different walks of life firing weapons in a war zone –including NBA all-star, Kobe Bryant and late night talk-show host, Jimmy Kimmel who are both fans of the game in real-life.
The television spot, which also stars a firefighter, hotel concierge, best buy worker and my personal favorite –a fast food worker with outstanding grease stains and a great mustache uses the tagline “There is a soldier in all of us” to ultimately pay tribute to the franchise’s widespread online gaming community.
In addition to the television spot, the Call of Duty web site, www.callofduty.com features a virtual, interactive community where players can upload screen shots, comment in forums, become members of the Call of Duty web site and register to win weekly prizes and read a blog on everything and anything, “Black Ops.”
In days leading up to the November 9th launch of Call of Duty: Black Ops, those anticipating the release could locate a store in their area, anywhere in the world, hosting a Midnight Launch Event, transforming the process of purchasing this wildly popular video game into a major event, worldwide.
As the most talked-about franchise in video game history, Call of Duty has generated over 3 billion dollars in profit, which is more than any blockbuster movie, ever.